MUMBAI: Consumer durables brand Lloyd, has partnered with Mullen Lintas for its upcoming campaign. The initiative has been taken to strengthen Lloyd’s position as a consumer-centric brand to gain stature and market share across product categories, as part of the next stage of the brand’s roadmap.

Commenting on the association, Mullen Lintas CEO Vikas Mehta said, "With Lloyd, we are delighted to further extend our long-standing partnership with Havells. We are grateful for their continued faith in Mullen Lintas and are committed to creating another success story for their business. Lloyd is a great opportunity for us to leverage Mullen’s challenger thinking to get the brand an unfair share of attention in the crowded consumer durables category."

Speaking of the association with Mullen Lintas, Havells India vice president marketing Amit Tiwari said, “Lloyd is a crucial piece in our brand portfolio and we want to fuel this business as a strong engine for our growth. We felt the brand needed a fresh perspective and proposition at this stage in its journey and found the narrative shared by Mullen Lintas compelling.”

In an attempt to appeal to young couples as its core target audience, Lloyd recently named Bollywood’s power-couple, Deepika Padukone and Ranveer Singh, as its newest brand ambassadors.  The campaign features the innovative LLOYD Grande AC. This campaign will further strengthen the brands belief of keeping their consumers happiness and lifestyle in mind while making products to cater to the needs of the young Indians.

The agency has been working with the brand to leverage the new celebrity couple to create an emotional connect with the audience. Initial phase of the campaign for Lloyd air conditioners, created by Mullen Lintas, has already started rolling out with more expected in the coming weeks.

The campaign is being handled by the Delhi (NCR) Offices of Mullen Lintas, under the leadership of its president, Syed Amjad Ali.